Uncertain Supply Chain Management 11 (2023) 289–298

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Uncertain Supply Chain Management

homepage: www.GrowingScience.com/uscm

A strategy to improve green purchase behavior and customer relationship management during
the covid-19 new normal conditions

Ni Wayan Ekawatia*, I Made Wardanaa, Ni Nyoman Kerti Yasaa, Ni Made Wulandari Kusumadewia and I
Gusti Ayu Tirtayanib

a
Economics and Business Faculty, Udayana University, Bali – Indonesia
b
Universitas Pendidikan Nasional, Bali - Indonesia
ABSTRACT

Article history: The study aimed to perform a further analysis of the society’s awareness towards the natural
Received May 26, 2022 environment, especially the awareness of having a healthy life, which leads them to have an
Received in revised format June awareness to use a natural-based product (environmentally friendly product). Furthermore, this
20, 2022
awareness acts as a guidance for them to become consumers who care about their environment and
Accepted September 27 2022
Available online also the material logistics management of each company to build a good customer relationship
September 27 2022 management with their customer. Along with this phenomenon, however, several reasons
Keywords: regarding the increase of environmentally friendly product consumption are unknown. This study
Material logistics management focused on antecedents generating green purchase behavior, namely, social influence, green
Customer relationship attitude, green value, and green trust. The approach applied in the study was a purposive sampling
management method with the 450 respondents in all over Bali. The finding showed that the social influence did
Social influence not significantly impact the green purchase behavior. On the other hand, green attitude, green
Green attitude value, and green trust brought a positive and significant impact toward green purchase behavior.
Green value
Green trust
Social influence, green attitude, and green value influenced positively and significantly toward
Green purchase behavior green trust. Green trust played a role as the relationship mediator of social influence, green attitude,
and green value on green purchase behavior. The study was limited as it belonged to cross-
sectional and longitudinal study, and it needed a lengthy period to validate the finding. It only
accommodated the consumer’s green purchase behavior in Bali. Hence, it cannot be generalized;
however, it can be developed in another area. Moreover, the practical implication for the producers
of the environmentally friendly product is that they can be more attentive to certain variables that
generate the green purchase behavior. The authenticity of the study is that the social influence does
not influence the green purchase behavior toward the society in Bali. Furthermore, this study
supports the Theory of Reasoned Action (TRA) particularly in marketing the green product. The
study is a more completed model development of the green purchase behavior. Furthermore, the
variable in this study is worth considering in developing the environmentally friendly product.
© 2023 Growing Science Ltd. All rights reserved.

1. Introduction

Green product or environmentally friendly product is a thing produced by paying attention to the effort of environment
preservation in terms of its production process until it has been distributed to the consumer (Ekawati et al., 2019). There is
an increase of green product consumption; however, the reasons behind it are still under question (Young et al., 2010).
Moreover, the increase of the green product demand cannot strongly show that the situation will sustainably happen as there
is a gap of the consumer’s behavior found (Mosser, 2015). The behavior of the green purchase is considered as an effort of
the society’s concern toward the natural environment. Some socio-cultural factors such as the influence of friends and families
* Corresponding author
E-mail address nekawati@unud.ac.id (N. W. Ekawati)

© 2023 Growing Science Ltd. All rights reserved.

doi: 10.5267/j.uscm.2022.9.014
290

can generate someone’s behavior to buy a product (Filieri et al., 2017). This phenomenon happens in Bali in which the people
have started to purchase green products (Ekawati et al., 2021). This condition is important to be studied further. There is a
finding showing that the way someone’s attitude impacts the green purchase behavior does not influence significantly toward
a decision to purchase (Tanner & WölfingKast, 2003). Someone’s attitude has a positive impact toward the behavior of
purchasing organic food for 67 percent; however, there are only 4 percent of them who really buy that product (Hughner et
al., 2007). This means that, even though there is an environmental problem, the society’s attitude positively supports the
effort of sustaining the natural environment, green products, and the green product market share which is limited for only 1-
3 percent out of the whole products (Bray et al., 2011). It can be concluded that there is a gap of attitude and behavior of the
green purchase (Joshi & Rahman, 2015). This gap is important to be studied further. Customer relationship management is a
process in which a business or other organization administers its interactions with customers, typically using data analysis to
study large amounts of information.

The attitude which has been formed has a strong relation with the society’s trust toward the green product (green trust). Green
trust is a desire to use a product, service, or brand according to the consumers’ trust and hope that it can have credibility and
benefit to protect the environment (Chen, 2013). The desire to consume a green product has a correlation to the green purchase
behavior. Many individuals are motivated to change their consumption behavior and participate in a practice of taking a better
responsibility toward the environment (Ramchurjee & Suresha S, 2015). The green purchase behavior is related to the way
people decide to purchase a product especially the green product by paying attention to the related environmental attribute or
the characteristics of the product (Xu, 2013). The consumers’ green purchase is influenced by a green value which is obtained
when they consume the product (Liang & Chaipoopirutana, 2014). Green value is a net profit from the whole consumers’
evaluation through the product or service evaluation. Moreover, the green value is the whole evaluation conducted by the
consumers toward all benefits that they obtain and what they sacrifice on the desire related to the environment (Chen and
Chang, 2012). Besides being influenced by the benefits, the green purchase behavior of the consumer is also generated by
the consumer’s green trust toward the product (Liang & Chaipoopirutana, 2014).

Some studies found that there is a positive and significant relationship between green value and green purchase behavior
toward the environmentally friendly product purchase behavior of the consumers in Iran (Dehghanan & Bakhshandeh, 2014).
Besides, the green value also has a positive and significant influence of the consumers’ green trust on the environmentally
friendly product (Chen & Chang, 2012). Moreover, the green trust also gives a positive and significant impact toward the
green purchase behavior for the product with environmentally friendly labels (Xu, 2013). As the proof, the green trust brings
impact toward the green purchase behavior for the environmentally friendly product in Iran (Dehghanan & Bakhshandeh,
2014). However, the consumers’ purchase behavior toward the green product is not consistent. Therefore, it is important to
increase the use of environmentally friendly products in order to make them exist and improve the commitment of protecting
the environment (Ekawati et al., 2019). Moreover, it is really needed during this COVID-19 new normal era. This situation
also impacts the people in Bali. Generally, this situation affects the income and purchasing power of the society which mostly
come from the tourism activities. Based on this condition, a further study related to how Balinese people meet their needs of
using environmentally friendly products is essential.

The COVID-19 new normal situation may impact the society’s attitude to consume the green product along with their
purchase behavior. This research has a strong relation with the Theory of Reasoned Action (TRA) which was firstly
introduced by Martin Fishbein and Icek Ajzen in 1975. The implementation of this theory can be developed toward the green
purchase behavior during the COVID-19 new normal era. Therefore, further study is essential to be conducted.

2. Literature review and hypothesis

2.1 Theory of Reasoned Action (TRA)

This theory explains that someone’s behavior is affected by the attitude that is formed through a process before a thorough
decision is made. That attitude is able to guide an individual to make a decision. That decision will impact to 1) the attitude
that someone does that affects their behavior, based on the concern of the result they obtain while doing that behavior; 2) the
behavior done by an individual, not only is based on the perspective and perception that they think are correct, but also from
the thought of other people who are near or related to them; 3) the attitude appeared due to the thought and perception of an
individual, and concerning other people’s perspective toward that behavior, which later will generate a behavioral intention
to be a behavior.

Someone’s attitude becomes one of the important factors that describe someone’s behavior in every situation. Therefore,
attitude can be defined as a disposition which is learned to give a response consistently toward the good and the bad sides of
a manner related to the object or behavior that they give (Ajzen & Fishbein, 1980). TRA has been often applied by some
previous researchers to analyze the relationship of the attitude with a marketing strategy and purchase intention (Reichelt et
al., 2014).
 N. W. Ekawati et al. /Uncertain Supply Chain Management 11 (2023) 291

2.2 Social Influence

Social influence refers to how far someone feels that his social environment (family, friends, or another important person in
his life) influences him to do a certain behavior. Social influence is considered to be a significant factor that can influence
the attitude of an individual (Chang et al., 2017). It really affects someone’s behavior in purchasing a green product (Joshi &
Rahman, 2015). Furthermore, it is thought to be very significant when it is related to an adoption of a technology (Akar et
al., 2018).

The process of social influence is a condition in which someone chooses a specific online service based on someone else’s
recommendation (Naqvi et al., 2020; Ponte et al., 2015). Someone’s willingness to do a certain action depends on a hope that
someone else directly feels. However, that person does not only get an influence from another person; otherwise, he/she can
also give an influence to the others (Bohns et al., 2018). The social influence theory shows that one’s attitude, trust, and
behavior are affected by three theoretical processes such as the process of conformity, internalization, and identification
(Yang, 2019).

2.3 Green Attitude

The shift of someone’s attitude to choose the more environmentally friendly product and service has increased the importance
of green sale; moreover, the producer’s response to this demand positively influences the green product and the process of
innovation needed (Narula & Desore, 2016). The attitude to care about the environment becomes an individual’s evaluation
related to natural environment prevention using a cognitive evaluation toward the effort of protecting the environment.
According to Lee (2014), the consumer’s green attitude is a general tendency of an individual which is formed as a consistent
response toward the environment condition based on a cognitive component (knowledge and perception related to
environmental issue), affective component (emotion and feeling toward the environmental issue), and conative component
(attitude toward the environmental issue). Some previous studies state that the green attitude does not always refer to an
action to do something environmentally friendly (Casal-o & Escario, 2018). Someone who adopts a green attitude is indeed
needed; however, it is not enough to generate the green purchase behavior or pro-environmentally friendly action (Heimlich
& Ardoin, 2008).

2.4 Green Value

Green value is a whole evaluation of a consumer from all benefits and profits the consumer gets and sacrifices based on the
willingness to preserve the environment, hope of sustainability, and demand of some organic products. The perception of the
green value is that it is used as a general value of the consumer related to the profit of the product and service which are
beneficial for the environment based on the society’s hope (Chen & Chang, 2012). Liang and Chaipoopirutana (2014) state
that green value refers to the benefit that consumers get after consuming an organic product which will bring a positive impact
to them and bring a profit to them as well. The green value perception is a strong predictor to determine the green purchase
desire of the consumers in India (Ganapathi & Mahesh, 2013). It is also found that the green value positively and significantly
influences the consumers’ green purchase desire on mineral water with an environmentally friendly bottle type (Lam et al.,
2016). Besides, a study on Hypermart consumers in Malaysia also shows that the green value gives a significant impact on
green purchase desire (Doszhanov & Ahmad, 2015).

2.5 Green Trust

A trust can help the consumers solve their hesitation and risk when they purchase something (Bonson et.al., 2015). When
they trust the product, they will have a strong trust to buy that product and it influences their purchase behavior. The green
trust is a trust to use a product due to its capability to give a great service, a good quality brand, and positive impact to the
environment (Chen & Chang, 2012). The green trust is used as a determinant of a capability of an essential environmental
performance in deciding the consumers’ behavior which becomes one of the reflections of someone’s long-term trust (Lee,
et al., 2011).

2.6 Green Purchase Behavior

Green purchase behavior has been an important research topic in some developed countries. However, it still does not get
any enough attention in the research in Asia countries. The purchase behavior of green or environmentally friendly products
represents the behavior of making a complex ethical decision and is considered as a behavior which takes a social
responsibility (Joshi & Rahman, 2015). As the consumers who are responsible socially, the green consumers consider the
public consequence of their own consumption pattern and try to use their purchase power to make a social change (Moisander,
2007). The consumers can be the main strength of the green product sustainability; moreover, they also have an ability to
prevent or reduce the environmental damage by purchasing some environmentally friendly products (Ekawati, 2021).
292

2.7 Customer relationship management

Customer relationship management (CRM) is the combination of practices, strategies and technologies that companies use
to manage and analyze customer interactions and data throughout the customer lifecycle. The goal is to improve customer
service relationships and assist in customer retention and drive sales growth. CRM systems compile customer data across
different channels, or points of contact, between the customer and the company, which could include the company's website,
telephone, live chat, direct mail, marketing materials and social networks. CRM systems can also give customer-facing staff
members detailed information on customers' personal information, purchase history, buying preferences and concerns.

3. Methodology

The study used a qualitative research design (Creswell & Creswell, 2017). The location in which this study was conducted
was in Bali Province. The population was all society in Bali Province consisted of eight regencies and one capital city. The
study used a purposive random sampling technique to obtain the data. The total sample was 450 respondents spread all over
the Bali area. Moreover, the study also applied a partial least square (PLS) analysis technique to analyze the data by evaluating
the structural equation model.

The variables identified in the study are as follows,

a. Social Influence (X1) is an influence from the social relations (family, friends, or another person who is important
in someone’s life) which gives an impact toward the consumers’ behavior in meeting their needs for green products.
b. Green Attitude (X2) is a consumers’ attitude formed as a result of their concern regarding the environment.
c. Green Value (X3) is an evaluation of the consumers considered from all benefits and profits of consuming the green
product and their hope to be able to keep the continuity of the natural environment.
d. Green Trust (Y1) is a consumers’ trust toward the green product’s credibility to provide a benefit to the environment.
e. Green Purchase Behavior (Y2) is a behavior or action of the consumers when they consume or purchase the green
product.

4. Findings

This study was conducted as a further action of developing the Theory of Reasoned Act (TRA) to see its relationship with
the strategy to market the green products. The development of this theory on the consumers’ behavior during the new normal
era of the COVID-19 pandemics was related to the marketing strategy regarding social influence, green attitude, green value,
green trust, and green purchase behavior of the green product consumers in Bali. The measurement model evaluation was
conducted to test the validity and reliability of the indicator to test if the variable is considered as latent or constructed.
Convergent Validity was applied to measure the indicator’s validity. As the result, based on the outer loading value in the
Picture 1, it is known that the result of the path coefficient shows that all construct indicators are valid. It is marked by the
value of tstatistic resulted by all first order construct is > 1.96.

Fig. 1. The Coefficient of the Relationship among Variables (Path)

Source: the statistical result

The discriminant validity was tested by applying square root of average variance extracted (ѴAVE) as what is shown in
Table 1. The value of AVE of all constructs is more than 0.50. It means that there are more than fifty percent (50%) variants
from the indicator that are able to be explained. Moreover, the square root value of AVE of each variable seems to be more
 N. W. Ekawati et al. /Uncertain Supply Chain Management 11 (2023) 293

than the correlation value between this latent value and the other latent values. Therefore, it indicates that all of the research
instruments meet the discriminant validity criteria.

Table 1
The Value of AVE and √AVE
Variables AVE √AVE
Social influence (X1) 0.672 0.820
Green attitude (X2) 0.546 0.739
Green value (X3) 0.532 0.729
Green trust (Y1) 0.557 0.746
Green purchase behavior (Y2) 0.629 0.793
Average 0.344
Source: the statistical result

Next, the composite reliability test was conducted to test the reliability value between the indicators formed by the construct.
The result of the composite reliability is good that the value of 0.60-0.70 can be still accepted (Chin, 1998). The composite
reliability test result is shown in Table 2 below.

Table 2
Reliability Test Result
Research Variables Construct Reliability
Social influence (X1) 0.878
Green attitude (X2) 0.834
Green value (X3) 0.819
Green trust (Y1) 0.836
Green purchase behavior (Y2) 0.860
Source: the statistical result

Furthermore, the evaluation of the structural/inner model is a measurement conducted to evaluate the level of accuracy of the
whole research model formed through some variables and their indicators. The analysis is called R-square (R2) and the result
can be seen in Table 3 as follows.

Table 3
The Value of R-Square (R2)
Endogen Variable R-square R-square adjusted
Green trust (Y1) 0.463 0.460
Green purchase behavior (Y2) 0.482 0.477
Average 0.472
Source: the statistical result

The result of R-square stated in Table 3 before shows that the R-square (R2) values of the green trust and the green purchase
behavior are 0.463 and 0.482 respectively. Therefore, the research model is considered to meet the criteria of moderate-to-
strong model. It means that the social influence, green attitude, and green value variables can account that the green trust
value is 46.3 percent and the rest 53.7 percent is accounted for by other variables outside the model. Furthermore, the social
influence, green attitude, green value, and green trust variables are able to account that the green purchase behavior value is
48.20 percent with the rest 51.80 percent is accounted for by other variables outside the model. Next, Q-square predictive
relevance (Q2) is a measurement used to see how good the observation conducted in the research is in giving a result to the
research model. Q2 is based on the determinant coefficient of all dependent variables. The general equation of Q-square is:
Q2 = 1 - (1 - R12)(1 - R22)(1 - R32). The structural model evaluation shows that the value of Q2 is 0.721 or approaching 1. It
proves that the structural model is good. In another word, it can be interpreted that the information contained in the data can
be explained from the model for 72 percent and the remaining 28 percent is explained by error and other variables outside
the model. Furthermore, goodness of fit (GoF) is a measurement of the whole model’s accuracy (global). The result of the
GoF is 0.40 meaning that, globally, the model includes into a fit predictive model. Moreover, it indicates that the accuracy
of the model globally is good. Moreover, the statistical test of the direct and indirect influences among the research variables
(social influence, green attitude, green value, green trust and green purchase behavior) is conducted using T-test as shown in
Table 4. The influence of one variable to the others seems to be positive; however, it does not mean that all of them can
influence significantly. The influence which is not significant happens between social influence and green purchase behavior
as the t-statistical test value is 0.751 which is less than 1.96 and the p-value is 0.453 which is more than 0.05.
The criteria of the mediation effect can be based on the VAF value. If the VAF is more than eighty percent (VAF > 80%),
the mediation variable is considered as a full mediator. If the VAF is between twenty and eighty percent (≤ 20% VAF ≤
80%), the mediation variable is partial. Moreover, if the VAF is less than twenty percent (VAF < 20%), the mediation variable
is not considered as a mediator. The result of the VAF test shows that all of the mediation variables are considered to be
partial mediators.
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Table 4
The Statistical Test of the Influence among Variables
Variables Direct Influence
Original Sample Sample Mean Standard Deviation T Statistics P
(O) (M) (STDEV) (|O/STERR|) Value
Social influence → Green Purchase Behavior 0.026 0.024 0.035 0.751 0.453
Social influence → Green trust 0.133 0.133 0.035 3.761 0.000
Green attitude → Green purchase behavior 0.126 0.127 0.052 2.427 0.016
Green attitude → Green trust 0.395 0.398 0.044 8.983 0.000
Green value → Green purchase behavior 0.351 0.351 0.048 7.323 0.000
Green value → Green trust 0.306 0.306 0.047 6.447 0.000
Green trust → Green purchase behavior 0.313 0.315 0.062 5.056 0.000
Indirect Influence

Social influence → Green trust → Green purchase 0.042 0.042 0.013 3.099 0.002
behavior
Green attitude → Green trust → Green purchase 0.124 0.126 0.029 4.201 0.000
behavior
Green _Value → Green _Trust → Green_Purchase 0.096 0.096 0.024 3.920 0.000
_Behavior
Total Influence

Social _Influence → Green_Purchase _Behavior 0.068 0.066 0.035 1.948 0.052

Social _Influence → Green _Trust 0.133 0.133 0.035 3.761 0.000
Green _Attitude → Green_Purchase _Behavior 0.250 0.252 0.048 5.247 0.000
Green _Attitude → Green _Trust 0.395 0.398 0.044 8.983 0.000
Green _Value → Green_Purchase _Behavior 0.447 0.447 0.045 9.857 0.000
Green _Value → Green _Trust 0.306 0.306 0.047 6.447 0.000
Green _Trust → Green_Purchase _Behavior 0.313 0.315 0.062 5.056 0.000
VAP Test

VAP: Indirect influence/ total influence = .042/0.068 0.617

VAP: Indirect influence/ total influence = .124/0.250 0.496
VAP: Indirect influence/ total influence = .096/0.447 0.215
Source: the statistical result, 2022

5. Discussion

The results of the analysis have shown that social influence had a positive and insignificant effect on green buying behavior.
This insinuated that stronger social influence did not modify green buying behavior. Social influence derived from learning
through important figures by following their need for green products was not able to encourage individuals to escalate their
green buying behavior. Likewise, the frequent encouragement and motivation coming from other parties concerning the
advantages of environmentally friendly products were ineffective to increase environmentally friendly purchasing behavior.
Social influence with these indicators did not encourage purchasing behavior of environmentally friendly products, including
intensifying intention to make repeat purchases and growing loyalty. The results of a comprehensive survey have also proved
that social influences had not had much impact on consumer decisions for environmentally friendly purchasing behavior.
This situation was influenced by the indifferent tendency of the majority of people regarding environmentally friendly
products, aside from the fact that product prices tend to be more expensive. This had become more accentuated when cases
of COVID-19 appeared, extended up until the post-covid era. People's purchasing power has decreased in buying products,
including the need for environmentally friendly products. This situation was highly important to be remarked upon by
producers and marketers to consider further strategies.
Social influence had a positive and notable effect on green trust. This implied that stronger social influence received by
consumers resulted in the increase of green trust. Social influence that encouraged people or consumers to consume
environmentally friendly products had an impact on trust in environmentally friendly products. This condition was very
essential to be maintained by environmentally friendly products to form strong trust in the minds of consumers. The trust that
had been formed was expected to strengthen the new social influence forces for future consumers. Therefore, the role of
social influence was very important in marketing environmentally friendly products, which enabled to promote strong green
trust to the community or consumers.

Green attitude had a positive and significant effect on green purchase behavior, meaning that the better the attitudes that
consumers had towards environmentally friendly products, the more encouragement they had within their behavior to
purchase environmentally friendly products. This positively good attitude is formed through the level of consumer interest in
environmentally friendly products that could be actualized properly. Consumers experiencing good benefits were obtained
when consuming environmentally friendly products. Consumers discerned that environmentally friendly products were
necessities, thus a positive attitude of them was advanced. These attitude indicators were proficient in increasing purchasing
behavior towards environmentally friendly products.
 N. W. Ekawati et al. /Uncertain Supply Chain Management 11 (2023) 295

Green attitude had a positive and significant effect on green trust. The better the attitude of consumers or society towards
environmentally friendly products, the more confidence in the performance of environmentally friendly products. Attitudes
with indicators of the level of importance towards environmentally friendly products that were able to fulfill the interests of
protecting the natural environment would certainly lead to high trust in the product. The ability to provide superior benefits
from an environmentally friendly product can increase product performance confidence. The environment is considered an
important thing to be maintained and preserved in the product production process, it also increases consumer confidence in
environmentally friendly products. The post-covid-19 situation, it appears that the attitude of the community and consumers
towards environmentally friendly products is still very good and has an effect on increasing trust in products. For all of this,
it is very important to shape and maintain consumer attitudes so that they can further increase trust.

Green value had a positive and significant effect on green purchase behavior, meaning that the better or the more positive
benefits consumers felt in consuming environmentally friendly products, the more behavior in deciding to purchase
environmentally friendly products. The benefits felt by consuming environmentally friendly products could be enjoyed by
consumers and were also beneficial to the attempts in protecting the natural environment. Environmentally friendly products
were created while still concentrating on being attentive to the preservation of the natural environment. The benefits of quality
and price enjoyed by consumers were proportional to the concentration of efforts to create products that are in accordance
with the preservation of the natural environment. All of these indicators were very capable of encouraging consumers to
behave in a higher manner in deciding to purchase environmentally friendly products.

This finding has indicated that green value had a positive and significant effect on green trust. This implied that the higher
the perceived value or benefit of environmentally friendly products, the higher the level of consumer confidence in
environmentally friendly products. Consumers perceived that if environmentally friendly products were able to provide more
benefits than products in general, it would further increase consumer confidence in these products. The products were also
expected, during the process, to be able to provide benefits to the natural environment, in the sense that it became harmless
to the environment. The production process for environmentally friendly products must continue to concentrate on preserving
the natural environment which resulted in the creation of high trust. Quality standards and prices offered were able to adjust
to the value or benefits enjoyed by consumers, and it was able to increase trust in environmentally friendly products.

Green trust had a positive and significant effect on green purchase behavior. These findings indicated that the stronger
consumer trust in environmentally friendly products, the higher the behavior to make product purchases. Consumers' belief
in environmentally friendly products, which were truly claimed to be the real environmentally friendly products, further
increased their buying behavior. High trust with the reputation of environmentally friendly products could encourage buying
behavior as well. Good reputation was formed according to the experiences the customers had. Belief in performance and
commitment to protect the natural environment strongly supported positive behavior in increasing purchases of
environmentally friendly products. The performance of environmentally friendly products was important to be highlighted
as it was closely related to the formation of further benefits, attitudes and beliefs.

The research findings showed that the green trust variable was able to mediate the influence of social influence on green
purchase behavior. Consequently, social influence which played a role in helping to encourage behavior in creating purchases
of environmentally friendly products through green trust acted as a mediating variable. All indicators composing green trust
which consisted of organic claim, reputation, environmental performance and environmental commitment greatly influenced
social influence on green purchase behavior. Green trust was sufficiently strong to be a mediator of social influence on green
purchase behavior. Consumer trust in environmentally friendly products was important to maintain and develop. Trust was a
fundamental thing to form the next image of environmentally friendly products.

The green trust variable was able to mediate the relationship between green attitude and green purchase behavior. Consumer
confidence in environmentally friendly products with all its attributes was able to mediate the effect of consumer trust in
environmentally friendly products on increasing purchasing behavior. Hence, green trust was very capable of providing
encouragement from attitudes formed to create buying behavior for environmentally friendly products. When an individual
had an expectation of a good attitude towards the product, a trust-creating product would appear, which the implication would
help targeted customers in creating behavior to purchase the product.

Green trust was also able to act as a mediator of the relationship between green value and green purchase behavior. Thus,
consumer confidence in environmentally friendly products was able to create benefits experienced by consumers in order to
make them encouraged to perform actions of purchasing environmentally friendly products. Trust had a strong driving ability
of the perceived benefits of consumers; therefore, they performed high purchasing behavior.

6. Theoretical contribution

The theoretical contribution to this research is related to the development of a research model using the TPB theory. TPB
theory can be developed in exploring consumer behavior in meeting the need for environmentally friendly products.
Theoretically, it shows that the better a person's attitude towards an environmentally friendly product, the more expected the
296

individual is to behave to make a purchase. Individuals tend to display positive attitudes when they positively evaluate
behavior when consuming environmentally friendly products. Purchasing behavior of environmentally friendly products is
also caused by the subjective norms of consumers and their behavioral control. This positive evaluation makes them more
feasible to engage in preferable buying decision behavior. Finally, attitudes, subjective norms and behavioral controls have
been identified as predictors that have a positive and significant effect towards behavior on the environment.

7. Implication

The findings of this study have theoretical implications to strengthen the TPB theory where a person's behavior will be
influenced by attitudes that are formed through a process before making careful decisions. TPB theory can be developed on
consumer behavior in meeting the needs of environmentally friendly products. The behavior of purchasing decisions for
environmentally friendly products is influenced by high attitudes and beliefs about the value of a product; this strongly
supports the development of TPB theory to market green products. It also provides implications for the community
concerning the fulfillment of the need for environmentally friendly products. The social influence of the people, which plays
an important role to be attentive to the frequency of encouragement from other parties, is very decisive in their purchasing
decisions. Attitude towards environmentally friendly products is very essential in encouraging their high interest in the
product.

8. Conclusion

The results of the analysis of the antecedents of purchasing behavior for environmentally friendly products involve social
influence, green attitude, green value and green trust variables. Therefore, it can be concluded that all direct relationships
between variables show a positive and significant effect, excluding the social influence variable which has no effect on green
purchase behavior. The role of green trust as a mediating variable plays a good role as a partial mediator of the relationship
between variables. These findings are very important as inputs for marketers, especially in the post-covid-19 situation. All of
the research findings are attempts for the development and strengthening of TRA theory in its relation to marketing green
products.

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